An empirical study on the determinants of repurchase intention in Korean mobile internet services

Abstract

To launch effective marketing strategies, firms need to understand user behavior. However, this kind of study is still insufficient for the mobile Internet marketplace. Thus this study is offered as a supplement to consumer based mobile Internet market analysis. The purpose of this study is to investigate factors that effect on the reuse intention of mobile Internet users, showing the relationship between these factors and the classic consumer behavior concepts, which are discrepancy, experienced value and satisfaction, and find out the direct and indirect effects of all such factors on the mobile Internet reuse intention. The survey was conducted from May 9, 2001 through May 29, 2001. 600 mobile Internet users were randomly selected. The subjects completed a self-report questionnaire. After eliminating incomplete responses, 501 with complete data were retained for the analysis. The rate of the service provider, gender, and age was restricted by the current mobile subscribers’ market characteristics. The study model is based on the diffusion innovation theory, flow theory and classic consumer behavior theories. The hypotheses were tested using factor analysis, reliability test and multiple regressions. To estimate the effect coefficient, path analysis was also used. The main results of this study are as follows. First, 6 initial factors were studied including, flow, interactivity, accessibility, technological barrier, reliability and negative price risk are derived. And of the initial factors, flow, interactivity, accessibility and negative price risk factors are found to be positively related to the reuse intention. But the technological barriers have a reverse relationship. Network reliability does not have a direct effect. Second, for showing the relationship between these factors and the classic consumer behavior concepts, which are discrepancy, experienced value and satisfaction, the path analysis is applied. Experienced value and satisfaction ...